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Devices Customers
Price Narwhals
Competition from other sources Gift economy of the book
Gift economy of the ereader
“I hold the rights for the world’s largest collection of narwhal field guides and am going to decide what to price them
at the end of your talk.”
“I have spent the last two days learning everything there is to know about epub3. Entertain me or I will hang
myself with a lanyard.”
2.5 million titles 7 million customers
Kobo eReader Touch
Kobo Vox iPad, iPhone, Android,
Blackberry
Merchandising in 9 countries
(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
Merchandising in 9 countries
(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
Digital vs. Print Share of Purchase Fic$on Romance 221% Fic$on General & Other* 115% Fic$on Mystery & Detec$ve 120% Fic$on Fantasy 67% Nonfic$on RELIGION 6% Nonfic$on BIOGRAPHY & AUTOBIOGRAPHY -‐16% Nonfic$on BUSINESS & ECONOMICS -‐52% Nonfic$on HEALTH & FITNESS -‐54% Nonfic$on FAMILY & RELATIONSHIPS -‐63% Juvenile JUVENILE FICTION -‐66% Nonfic$on SELF-‐HELP -‐71% Nonfic$on HUMOR -‐72% Nonfic$on BODY, MIND & SPIRIT -‐74% Nonfic$on SPORTS & RECREATION -‐83% Nonfic$on TRAVEL -‐89% Nonfic$on REFERENCE -‐90% Nonfic-on COOKING -‐92% Juvenile JUVENILE NONFICTION -‐96% Nonfic-on COMICS & GRAPHIC NOVELS -‐98%
What is moving easily to digital: Original stories à Fiction Opinion, analysis and expertise vs. data and information. à Biography, History, Business “Proprietary knowledge” à Diets and health guides, self-help, instruction
Why are some categories significantly underindexed? How many of them are richly illustrated with complex formats? à Constrained by supply in digital, still not a lot of titles available vs. print How many are given as gifts? à Constrained by behaviour)
The categories at the bottom of the list:
those in competition with free ad-supported web resources (cookbooks, travel, etc.)
à if you have a web-connected device to read on, you’ll use it…
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Desktop Client - Linux
HTC Android Smartphone
Blackberry Playbook
Samsung Galaxy Tab
iPad
Desktop Client - OSX
Kobo Touch
Android App - downloadable
Kobo Vox
Kobo Website
Desktop Client - Windows
iPhone
Kobo EReader 2.0
% of Library in Non-fiction
US Non-fiction pricing vs. unit sales 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Canada – Non-fiction Pricing by Unit Sales 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Australia - Non-fiction Pricing by Unit Sales 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Biography 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Business 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Food & Cooking 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Health & Fitness 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
11 -
11.9
9
12 -
12.9
9
13 -
13.9
9
14 -
14.9
9
15 -
15.9
9
16 -
16.9
9
17 -
17.9
9
18 -
18.9
9
19 -
19.9
9
20 -
20.9
9
21 +
BACKLIST FRONTLIST
Comics & Graphic Novels 0
- 0.9
9
1 - 1
.99
2 - 2
.99
3 - 3
.99
4 - 4
.99
5 - 5
.99
6 - 6
.99
7 - 7
.99
8 - 8
.99
9 - 9
.99
10 -
10.9
9
12 -
12.9
9
13 -
13.9
9
15 -
15.9
9
21 +
BACKLIST FRONTLIST
12.31
8.82 8.70
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
All Non-fiction
13.81
11.85 11.45
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
Business & Non-fiction
12.42 11.42 10.60
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
Biography
13.24
11.50
9.59
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
History
11.46 9.65 9.61
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
Cooking
10.85 10.59
9.11
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
Health & Fitness